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The Week in Social Analytics #102

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Instagram Ads Are Getting Instant Recall: Taco Bell and Hollister seeing picture-perfect results [from AdWeek; written by Christopher Heine]

“Taco Bell saw a 29 percentage point gain in ad recall for the April rollout of its breakfast menu, per data from Instagram’s user panel that pits a control group against a test group. The fast-food chain’s promos sometimes got engagement rates 400 percent higher compared to its organic posts. According to Union Metrics, Taco Bell’s Instagram following—currently at 411,000—jumped 45 percent during its monthlong ad campaign. The data company also reports that Instagram advertisers—including Michael Kors and Ben & Jerry’s—are averaging 60 percent higher engagement rates for their organic posts in the three days following their paid promos.”

Pair with these other great reads around Instagram this week:

The Value and Meaning of Community In Marketing [from Danny Brown; written by Tinu Abayomi-Paul]

“[Communities] are made up of people I go out of my way to advise, assist, appreciate and attend to when I can – not just when it’s required by the community manager/leader hat I have on that day. And I worry about this concept because there’s this false impression that a community is an entity that can be owned.

Like a thing.

Instead of a gathered group of humans.”

A great connection piece in the ongoing discussion about businesses and humanity. Pair with: How to Speak Like a Human (and Why It Matters) and Mass Personalization Through Digital.

Women Trust Word-of-Mouth Recommendations From Their Friends | Infographic [from Social Times; written by Kimberlee Morrison]

“As for what women sought advice about, 79 percent would ask a friend about food and beverage items, and 28 percent would buy or strongly consider buying something after talking to a friend. Trips and travel were second with 68 percent and third was home furnishing at 61 percent. Nineteen percent of those inquiring about home furnishings would buy or consider buying something immediately after chatting with a friend.

So perhaps when designing social media campaigns, consider seeking testimonials from your most-active users and fans. Their word means a lot.”

Small Business: Are You Using Social Media Photographs? [from Heidi Cohen]

Great tips for using images across social platforms, and tailored to each one.

How American Adults Spend Their Time Online [from Marketing Charts; written by staff]

“Social networks account for the single largest share of consumers’ time online, per the data.”

We’re Using Twitter, Facebook Less, Instagram, Tumblr More, Says Data | STUDY [from All Twitter; written by Shea Bennett]

“In the meantime, Instagram goes from strength-to-strength, registering an incredible 25 percent grow in active usage since Q3 2013.

Tumblr (+22 percent) and Pinterest (+7 percent) also registered solid gains.”

Why We Favorite Tweets, According To Science [from Buzzfeed; written by Charlie Warzel]

A great breakdown of the myriad reasons why we favorite tweets. Pair with our piece on why brands should favorite tweets.

You can access the full study here.

How to Handle Twitter Trolls on Your Business Account [from Social Media Today; written by Matthew Y]

Dealing with negative comments is very different from dealing with trolls.

YouTube: How to Amplify Your Content With Social [from Social Times; written by Christie Barakat]

“To amplify your content using social, YouTube suggests you focus on Top Fans, Google+ Hangouts on Air, leverage all marketing channels and Google+. To be sure you’re leading productive community discussions, start by recognizing your community, develop relationships with top contributors and engage your them on and off YouTube.”

Pinterest Promoted Pins: What You Need To Know [from Edelman Digital; written by Andra Pintiliuc]

“In order to keep promoted pins as relevant as possible and ensure a seamless experience for the user, Pinterest will be taking a ‘Consultative Approach’ to ad selling by working closely with advertisers to understand what type of content resonates with their audience. These recently introduced promoted pins won’t show up in a user’s home feed or within their own pin boards, but rather through searches where they can be bought on a CPC basis and users are organically searching within their favorite categories. Keeping inspiration at the forefront, Pinterest manually selected the advertiser partners and will be working with the brands closely to ensure authenticity is maintained with their content.”

Written by Sarah

May 16th, 2014 at 9:38 am

The Week in Social Analytics #101

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The Surprising Data Behind How Often Brands Should Post On Instagram [from Forbes; written by Jeff Bercovici]

 ”Union Metrics also looked at activity around paid content — ie. advertising — on Instagram, and found that it’s remarkably effective as a tool for driving follower acquisition and engagement. One big brand saw a 32% increase in followers after a 30-day paid campaign, translating into tens of thousands of new followers, plus a corresponding 25% increase in engagements on organic, non-paid posts. That suggests that followers obtained through paid promotion are as valuable as or more valuable than those acquired for free — another reversal of conventional wisdom, if it holds up on a wider scale.”

Want to learn more? Download our full Instagram whitepaper here.

10 Actionable Research Based Instagram Marketing Tips [from Heidi Cohen]

93% of prestige brands have a presence on Instagram, up from 63% in July 2013 according to L2 Think Tank research.”

Emphasis original. Pair with another great piece from Heidi this week: 10 Small Business Marketing Lessons You Need Regardless of Size.

10 Kinds of Stories to Tell with Data [from Harvard Business Review; written by Tom Davenport]

“Narrative is—along with visual analytics—an important way to communicate analytical results to non-analytical people. . .What’s needed is a framework for understanding the different kinds of stories that data and analytics can tell. If you don’t know what kind of story you want to tell, you probably won’t tell a good one.”

7 Ingredients for Employee Social Advocacy [from Convince and Convert; written by Jay Baer]

“. . .employee social media advocacy gives you Authenticity, Trustworthiness, and Reach. But, getting there isn’t a snap. There are many steps involved in creating and maintaining an effective program of this type.”

Click through for the full SlideShare.

The best crowdsourced social media campaigns [from iMedia Connection; written by Drew Hubbard]

Examples of the best crowsourced social campaigns in recent memory. Do you have one to add? Or a failed attempt everyone can learn from?

Over 100 B2B Content Marketing Statistics for 2014 [from TopRank Online Marketing Blog; written by Lee Odden]

This roundup covers everything from “insourcing vs. outsourcing to the most effective tactics”, but we pulled B2B content marketing and social media tactics here:

B2B content marketers use an average of 6 social media platforms

  • 91% of B2B marketers use LinkedIn to distribute content
  • 85% of B2B marketers use Twitter to distribute content
  • 81% of B2B marketers use Facebook to distribute content
  • 73% of B2B marketers use YouTube to distribute content
  • 55% of B2B marketers use Google+ to distribute content
  • 40% of B2B marketers use SlideShare to distribute content
  • 34% of B2B marketers use Pinterest to distribute content
  • 22% of B2B marketers use Instagram to distribute content
  • 22% of B2B marketers use Vimeo to distribute content
  • 16% of B2B marketers use Flickr to distribute content
  • 15% of B2B marketers use StumbleUpon to distribute content
  • 14% of B2B marketers use Foursquare to distribute content
  • 14% of B2B marketers use Tumblr to distribute content
  • 14% of B2B marketers use Vine to distribute content”

On Being Useful [from Social Media Explorer; written by Tracey Parsons]

Excellent follow-up piece on the discussion on the balance brands need to strike between being human and being useful; shows examples of brands who strive to be useful in a human way.

The Ecommerce Brand’s Guide To Pinterest [from Social Fresh; written by Julie Bee]

If you’re an ecommerce brand that has already set up a Pinterest Business Page and gotten verified, then this article tells you where to go next.

How 4 Brands Embraced Tumblr’s New Mobile Design [from AdWeek; written by Garett Sloane]

“‘Tumblr is a place where brands can breathe,’ the company said in today’s mobile redesign announcement. ‘We’re once again stretching the canvas for brands and marketers to create a mobile identity that is truly representative of their brand.’”

Pair with Tumblr declares war on the internet’s identity crisis from The Verge.

Twitter’s Marketing Problem [from stratechery; written by Ben Thompson]

The headline takes away from the interesting potential ideas for Twitter’s future in this article:

“So why not embrace the complexity? Instead of trying to teach new users how to built a curated follower list, build the lists for them. Don’t call them lists, though; embrace Twitter’s TV connection and make them ‘channels.’ Big basketball game? Go to the basketball channel, populated not with the biggest celebrities but with the best and most entertaining tweeters. Build similar channels for specific teams in all sports. Do the same for Apple, Google, and technology; liberals, conservatives, and politics in general; have channels for the Oscars, the Olympics and so on and so forth. And make them good, devoid of the crap that pollutes most hashtags and search results. If the ideal Twitter experience is achieved with a curated list, then provide curated lists and an easy way to switch among them.

Now you have a value prop: easily join the conversation about what is happening in the areas you care about, without the months-long process of building a perfectly customized Twitter feed. Oh, and by the way Ad Person, here is a very easy-to-understand ad unit built around a specific topic filled with self-selected followers.”

Written by Sarah

May 9th, 2014 at 9:27 am

The Week in Social Analytics #100

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Real-time marketing fails from major brands [from iMedia Connection; written by Jenn Deering Davis]

“Just because RTM is the hot marketing tactic of the moment doesn’t mean that it’s right for every brand at every event.”

We are not all Oreo: Check out these RTM fails and the lessons that come with them.

A Brand and a Person Offer the Same Post with Very Different Results [from Social Media Explorer; written by Jason Falls]

A good piece in the ongoing discussion of just how human brands should try to be.

Millennials Tweet About Brands When Rewarded [from All Twitter; written by Mary C. Long]

53% of Millennials could be following your brand on Twitter with the right incentives. Wink wink.

And that’s not all, according to the report, Millennial women are seven times more likely to retweet your brand and three times as likely to follow your brand on Twitter (and see all those great incentives you’re offering). Men are three times as likely to follow on Twitter as well, but they’re a bit less generous on the retweets.”

Emphasis added.

Instagram Video Ads Are Coming Soon [from AdWeek; written by Garett Sloane]

“‘Instagram is almost a magazine, and it wants its ads like in a magazine to be just as compelling as content,’ said James Borow, CEO of digital marketing platform Shift.”

How Do Social Media Styles Differ by Culture/Nation? | Part I [from Social Media Today; written by JC Giraldo]

We’re all in a global market, and understanding regional differences in social media use is important. You can read part 2 here, and part 3 here.

How to Develop a Pinterest Marketing Strategy for your Business [from Eli Rose social media; written by  Liz Jostes]

“Someone landing on your Pinterest profile will make a judgment on your brand and business within seconds. Developing a group of boards that presents a full, well-rounded view of your brand is absolutely the best strategy to have.”

Snapchat: A New Breed of Network [from Social Media Today; written by Derek Smith]

“Still, Snapchat is a potential gold mine for advertisers, according to the San Francisco Chronicle. We’ve become good at ignoring intrusive advertisements, but Snapchat users must quickly pay attention to messages before they’re deleted, so ad impressions could be impactful if they’re relevant to the demographic.”

Online Shares Could Be As Influential As In-Person Recommendations [from Marketing Charts; written by staff]

“Across the three categories – supermarket, automotive, and mini-tablet – the average lift in purchase incidence from an “excellent” online share (a strong positive one) was found to be 9.5%. What that means, according to the analysis, is that an excellent online share increases the perceived value of these products by an average of 9.5% over a neutral share.”

3 Ways to Ensure Your Social Promotions Follow the Law [from Convince and Convert; written by Kevin Bobowski]

Be very clear about your social promotions, or the FTC could come calling.

Written by Sarah

May 2nd, 2014 at 8:26 am

The Week in Social Analytics #99

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Instagram Diverges From Vine By Personalizing Explore Tab [from TechCrunch; written by Josh Constine]

“. . .Instagram’s Explore page is now also personalized with top photos and videos Liked by people you follow. Personalization highlights Instagram’s focus on your own social graph and a subjective vision of beauty, to contrast with Vine, which centers around re-sharing and globally popular expert content creators.”

Pair with MIT algorithm predicts how popular your Instagram photo will be [from The Verge; written by Adrianne Jeffries].

Brands Need to Stop Trying to Play Hero [from AdWeek; written by Gaston Legorburu]

“Remember, the goal is participation, so brands must create experiences beyond the narrative where heroes become immersed and involved. That’s the differentiator between a story told and a story lived.”

Study: 4.7% of Your Customers Generate 100% of Your Online Word of Mouth [from Mack Collier]

“So to put it another way, it is 4.7 percente of your social media following that generates all of the word of mouth results, and by results we mean conversions, not just reach.”

Stop Trying to be Human– Try Being Useful [from Social Media Explorer; written by Tracey Parsons]

 ”It is however, un-natural to “engage” with a product or brand. I almost never talk to my pillow. I occasionally talk to my treadmill, but not in a nice, friendly way. So, let’s drop this whole notion of being more human and try instead to be useful.”

The art of storytelling in 6 content marketing context questions [from Fusion Marketing Experience; written by J-P De Clerck]

“Do brands create stories? Or do stories create brands?”

3 Reasons Your Brand Should Be Using Video On Twitter Right Now [from All Twitter; written by Lauren Dugan]

Video can make it possible to create an in-platform experience to connect with your fans, followers, and customers.

Pins, Tweets, and the Law [from TheBuzzBin; written by Dave Folkens]

A must-read if you’re planning a social contest:

“The issue for the brand in this case, and for all brands across any social network or site online, is disclosure and transparency of the connection between an activity and the incentivized nature of that action. Would a Pinterest user potentially create a board of fashionable shoes they liked? Absolutely. If the reason for the board, though, is a chance to win a prize, then they are essentially advertising to followers on behalf of the brand. Based on FTC guidance within its .com disclosures material, social media pins or posts are equivalent to providing an endorsement of the products. The use of a hashtag as part of the contest was also required and some might argue that was enough to identify that it was a promotion but it didn’t clearly indicate the potential financial connection so it failed in that sense of the disclosure. So while the brand was not (in my opinion) trying to deceive or trick users, it did not meet the true standard of the disclosure guidelines.”

Plus two more pieces on Pinterest from Social Media Today: Pinterest: The Gentler, Kinder Side of Consumer-Generated Endorsements and 9 Marketing Tips for Pinterest.

The Social Media and Device Facts You Need In 2014 [from Heidi Cohen]

“. . .what’s critical for marketers using social media and content marketing is that consumers want the content they choose on the device of their choice when they want it.

Emphasis original.

How to Succeed with Snapchat Marketing [from Social Media Today; written by Chris Syme]

An in-depth breakdown of marketing on the platform famous for its ephemeral content.

Written by Sarah

April 25th, 2014 at 9:38 am

The Week in Social Analytics #98

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

25 Small Business Social Media Trends You Need [from Heidi Cohen]

“Due to smaller size and lower amount of resources, these firms tend to take advantage of social media opportunities faster than their larger competitors.”

Instagram for Small Businesses: Your New Best Friend [from Social Media Today; written by Stephanie Jones]

“People love visual content, so that makes Instagram the ideal social media marketing platform for small businesses.  It’s also currently a completely free way to market your business to potentially millions.  Follow people, engage and you will have an impassioned following before you can say hashtag.”

More Tips for Avoiding and Containing Social Media Crises [from PR Newser; written by Patrick Coffee]

Social media often rewards wit and a little bit of attitude, but how can editorial standards and monitoring allow a brand to be interesting without being risky or offensive?

Wit should be reserved for brand messaging, but never for customer service. Those coming to customer service are in need of support and aren’t looking for a witty response, but a solution to their problem or an answer to their question.

It’s a much more difficult and dangerous venture to be witty or snarky with customer service when the main goal is supporting your customer.”

25 Customer Chat Tips to Reassure and Nurture Your Online Customers [from KISSMetrics; written by Kevin Gao]

“Live chat has been around for more than a decade, but only recently have companies discovered its profound effect on website conversion rates. A recent eMarketer paper cited live chat as being directly related to 38% of online purchases. And, 62% of consumers who have used live chat said they would be more likely to purchase again from the merchant who provided the service.”

How to Use Snapchat for Business [from C-Leveled; written by Regina Lizik]

“This makes Snapchat perfect for retail establishments that target a younger audience, like clothing stores, can share coupons and give sneak peaks of upcoming merchandise.”

STUDY: Cause Marketing Creates Brand Loyalty Among Millennial Women  [from PR Newser; written by Patrick Coffee]

“54% of Millennial women switched brands because it supported a #cause they care about.”

Written by Sarah

April 18th, 2014 at 9:33 am

The Week in Social Analytics #97

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

How to control rumours on social media during a disaster [from Phys.org; written by staff]

“Dr Oh believes the main motivation for people turning to Twitter in a crisis is to find out what is happening in their immediate area or to acquaintances, so in order to control the flow of misinformation, emergency communication centres need to be set up quickly to respond to misinformation through social media channels.”

How Brands Can Make the Most Out of Twitter’s New Features [from Social Media Today; written by Jaylee Miguel]

“This visually-led profile will give brands the opportunity to raise awareness and drive engagement for competitions and campaign launches. Gone are the days of scrolling through days worth of tweets – instead, the pinning feature can present key information to users as soon as they land on the page.”

The redesign of Twitter is a great opportunity for brands to be able to visually express themselves better on the platform, without losing the engagement and connectivity Twitter is known most for.

What It’d Be Like To Step Inside Your Twitter Feed [from Fast Company; written by Margaret Rhodes]

“You enter your Twitter handle on a touch screen outside, then walk into the high-tech hut filled with screens and mirrors. A kaleidoscopic stream of notifications, updates, and hashtags flicker and flash around you.”

The Hashtag Test: Best and Worst Practices for Social Media Marketers [from TopRank; written by Nick Ehrenberg]

“Hashtag overuse is a common error in social messaging, sending signals of desperation and inexperience.”

In the UK, Real-Time Social Media Marketing Focuses on the Customer [from eMarketer; written by staff]

“Interacting with consumers in real time may be beneficial when it comes to fostering relationships, but it’s not easy, with UK marketers citing many challenges. More than three in five respondents said managing engagement outside of normal working hours was a top challenge, the No. 1 response. Consumers use social media before and after the workday—and they may expect brands that respond to them in real time during the day to do the same in the early morning or at night.”

Why your brand should definitely be on Tumblr: 10 fantastic examples [from Econsultancy; written by Christopher Ratcliff]

“Tumblr has a huge youth demographic that’s growing rapidly. This demographic also has a higher than average disposable income and very little competition from other brands.

Tumblr is the fifth most visited site in the USA, but only 31 of the top 100 brands operate a Tumblr page. It seems like a no-brainer.”

SnapChat and Building Community Where Your Audience is [from Spin Sucks; written by Eleanor Pierce]

“Because there’s one big reason SnapChat worked for me: I had a community of people who were already there. I didn’t try to force a community into using a trendy new tool just because I wanted them to be there.”

Emphasis original.

The Ultimate Marketing Guide to Using Snapchat for Business [from Social Media Today; written by Ross Simmonds]

“We’re living a in a time where our attention is minimal. Snapchat is a tool that captures someones attention entirely for a few seconds and has the ability cut through the attention crisis. In a world where our attention span is limited to 5 short minutes, a tool like snapchat could be a marketers dream. Millions of people around the world have become accustomed to receiving their news in 140 characters and watching videos in under 5 minutes. It’s changing the way consumers think and the way marketers must react.”

Boards with Benefits: 5 Stand Out Brands on Pinterest [from Social Media Today; written by Deanna Baisden]

“Having 2.5 billion monthly pageviews, there is a growing opportunity for businesses to find success on Pinterest, but what makes a brand stand out amongst a sea of images?”

These brand examples can show you exactly what’s working for brands in different areas on Pinterest.

8 Ways to Get More Pinterest Followers [from Pamorama; written by Pam Dyer]

“Despite being much smaller than Facebook or Twitter at 25 million users, it accounts for more than 23% of all social media-driven sales. More than 47% of online consumers in the U.S. have made a purchase based on Pinterest recommendations, and the average order placed by users of the platform is $179 — compare that to $80 for Facebook and $69 for Twitter, and you can see why it’s important to get more Pinterest followers.”

6 in 10 Americans Aged 65+ Go Online [from Marketing Charts; written by staff]

“Some 59% of Americans aged 65 and older report using the internet as of the second half of 2013, up 6% points from a similar time a year earlier.”

 

Written by Sarah

April 11th, 2014 at 8:50 am

The Week in Social Analytics #96

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

How Are Brands Using Twitter For Marketing? | INFOGRAPHIC [from All Twitter; written by Shea Bennett]

“. . .almost 80 percent [of marketing pros] are using Twitter to increase brand awareness, with the majority having been active on Twitter for 2-3 years. Almost half (46 percent) update daily and 88.7 percent regularly use hashtags in their posts.

However, just 2.4 percent implement Vine in their social media strategy, and 45 percent say that calculating Twitter ROI is their single biggest challenge.”

Click through for the full infographic.

How Twitter Has Changed Over the Years in 12 Charts [from The Atlantic; written by Alexis C. Madrigal]

“Replying is dying, retweeting is up, North America isn’t dominant anymore, but English is, and more lessons from 37 billion tweets.”

Brands try out new multi-picture Twitter feature [from Digiday; written by Saya Weissman]

“The other new feature is the ability include multiple photos in a single tweet. Users can now share up to four photos in a single tweet that automatically arrange themselves in a grid. Users can just tap to get a preview and can then  slide through to the full images.”

Click through to check out several examples of brands trying out the new feature.

Instagram Usage in the US Surges 35% in 2013, Rivals Twitter for Smartphone Audience [from eMarketer; written by staff]

“By the end of this year, almost 25% of US smartphone users will snap a photo, slap on a filter and share their creations with friends on Instagram on a monthly basis (or, at least, sign in and check out what their friends are posting).”

How Smart Brands Use Instagram to Reach Women [from The Hired Guns; written by Danny Flamberg]

“You already know what Instagram is. What you may not know is just how long its marketing reach can be. Its 35 million monthly smartphone users average 257 minutes on the app per month. Forty percent of their traffic is in the United States, where 58 percent use the app daily. Seven in ten users are women age 18-44 with household incomes of $75,000+ and who are actively looking to be surprised, diverted, and delighted. According to research by L2 Think Tank, it registers 15 times the engagement and has double the engaged user base of its parent, Facebook.”

Tumblr is a ‘land of opportunity’ that allows brands to be creative, says its global head of brand partnerships, Lee Brown [from The Drum; written by Stephen Lepitak]

“The brands that do the best on our platform are the ones that show up as creators and as advertisers. The ones that want to show up and engage with the community versus broadcast to them – the ones that want to show up and earn that versus buy that – those are the ones that are having the most success, that are having the most engagement. Those are the ones that are creating a story.”

The Anatomy of a Forgotten Social Network [from MIT Technology Review; written by Physics arXiv Blog]

“In the blogosphere, reciprocity is almost non-existent. Only 3 percent of bloggers have this kind of reciprocal link. On Twitter, however, the ratio is much higher: some 22 percent of tweeters have reciprocal links.

In this respect, Tumblr is even denser than Twitter, with almost 30 percent of connections being reciprocated. What’s more, the average distance between two users in Tumblr is 4.7; in other words one user can connect to another in an average of 4.7 steps. That’s half the distance of the blogosphere and about the same as the distances in Facebook and Twitter.”

Older Adults and Technology Use [from Pew Internet; written by Aaron Smith]

“Today 46% of online seniors (representing 27% of the total older adult population) use social networking sites such as Facebook, and these social network adopters have more persistent social connections with the people they care about.”

Top TV Multitasking Activities, by Generation [from Marketing Charts; written by staff]

“Some 86% of US consumers (aged 14+) claim to always or almost always multitask while watching TV, up from 81% last year. Almost half of Millennials this year say they use a social network while watching TV.”

Brand Storytelling: How to Connect with Customers Though Visual Media [from Social Media Today; written by Ekaterina Walter]

 ”Your ‘official’ marketing images only show one side of the brand. Social media is a great place to show off all the aspects of your business that don’t make it onto the glossy magazine page: the behind-the-scenes photos, the customers who follow you, the human side, the communities you are part of… Rich media can tell your brand’s story in ways your official channels can’t.”

Social Pros Say Passion, Fun, and Understanding are Key to Social Success [from Convince and Convert; written by Jess Ostroff]

“Forget about trying to be on top of the next hot social trend. Unless your customers are flocking there in droves, it has no business being your priority. Instead, really listen to where your customers are talking about you, talking about the things that are important to your brand, and asking to engage with you. Then, make sure that’s where you’re joining the conversation.”

Written by Sarah

April 4th, 2014 at 8:57 am

The Week in Social Analytics #95

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

6 Brands That Will Have You Rethinking Your Social Media Marketing Strategy [from Jeff Bullas dot com; written by Elli Bishop]

The big boys have bigger budgets and resources, but smaller brands can still take queues and get ideas from their strategies.

On Instagram, faces are 38% more likely to get ‘Likes’ [from Futurity; written by Jason Maderer]

“Researchers looked at 1.1 million photos on Instagram and found that pictures with human faces are 38 percent more likely to receive likes than photos with no faces.

They’re also 32 percent more likely to attract comments. The number of faces, gender, or age didn’t make a difference.”

Instagram Hits 200 Million Users: What Does This Mean For You? [from Social Media Today; written by Avtar Ram Singh]

“If your target audience is the younger demographic between the ages of 12-24, then you should definitely have a presence on Instagram – even if it’s one that involves you not talking about your product at all, but simply engaging and interacting with your fans to understand what they like.”

The Top 5 Brands on Instagram to Follow [from Jeff Bullas; written by Jason Parks]

Look to some of the best on the platform for inspiration in  your own strategy.

Pinterest Tacks On Paid Ads [from the Wall Street Journal; written by Mike Shields & Douglas MacMillan]

“. . .Pinterest Inc. now has a new goal: to reinvent online advertising.”

Who’s Engaging in Social TV? [from Marketing Charts; written by staff]

“Broken down into demographic groups, the study finds that the most socially engaged were Hispanics, for whom 10.5% of viewing occasions could be deemed ‘socially connected viewing.’ The next-most engaged were 25-34-year-olds (9.6%) and 15-24-year-olds (9.2%), while Asians (4.2%) and 45-54-year-olds (4.4%) were by far the least likely to engage in this activity.”

G.M. Uses Social Media to Manage Customers and Its Reputation [from The New York Times; written by Vindu Goel]

“G.M.’s dual approach — going about its normal business while trying to help specific customers — reflects the tightrope the company must walk on social media like Facebook and Twitter, where a customer’s perceptions of a brand are shaped by both what the company does and what other people say about it.”

Who, What, and Where Can You Personalize? Real-Time Personalization is Simpler Than You’d Think [from the Marketo Blog; written by Mike Telem]

“If you’re worried about creating enough personalized content for your real-time campaigns, stop worrying — you can personalize the content you already have. Real-time personalization can leverage existing content, personalizing your calls-to-action, user experience, images, and product offers.”

5 Must Read Perspectives on Social Media Marketing Strategy [from TopRank Online Marketing Blog; written by Lee Odden]

Stepping out of your own perspective sometimes can help inform your plans better than anything else.

10 Video Content Elements To Help You Become A Director [from Heidi Cohen]

If you’re going to get into video, do it right. The audience is there:

77% of global Internet users watch video, according to Global Web Index. In total, 1.15 billion people view video on a connected device. Of these, 626 million view video on a smartphone and 297 million view video on a tablet.”

Emphasis original.

Brands Respond To Customer Support Enquiries 8 Times Faster On Twitter Than On Email | STUDY [from All Twitter; written by Shea Bennett]

“Brands who offer consumer support on Twitter respond to tweets on average eight times faster than the typical brand email response, but only two in five successfully resolved the customer’s enquiry on the social network, reveals a new study.”

 

Written by Sarah

March 28th, 2014 at 9:18 am

The Week in Social Analytics #94

without comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The common elements of good storytelling [from The Next Web; written by Paul Jarvis]

“Good marketers have used stories to get consumers to do what they want for years—look at any commercial that doesn’t show the product it’s selling, except maybe at the very end, once the story finishes.”

Brand Storytelling: B2B Brands Need to Catch Up [from Lewis PR; written by Uwe Lang]

“The remaining 10 per cent stated that the majority of their communications efforts are focused on story development (i.e. storytelling) that can be used across multiple channels.

Although this is encouraging, it seems B2B brands – particularly within the information technology and telecommunications sectors – have a long way to go if they are to catch up with their B2C counterparts.”

Explore Social Media Formatting Options to Make Your Posts Look Better [from Business 2 Community; written by Ishita Ganguly]

Your posts have a better chance of performing well if they look their best on each respective platform.

Is Instagram Becoming a Boutique Shopping Destination? [from Social Times; written by Kimberlee Morrison]

“While Pinterest keeps ticking up, and Polyvore continues to surprise, Instagram seems overlooked as one of the most spendy networks. In fact, according to recent Shopify data, Instagram converts more frequently than both of the aforementioned networks. And when it comes to average order value, Instagram was the runner up with an average order value of $65.”

How the US intelligence community attempts to rebrand itself – on Tumblr [from The Guardian; written by Spencer Ackerman]

A fascinating read about using Tumblr as a rebranding tool for government transparency.

How Big is Tumblr? | Infographic [from SocialFresh; written by Nick Cicero]

“. . .despite media pressures and some TOS changes following Yahoo’s acquisition, in 2013 the number of Tumblr accounts actually increased, and the site had the second highest Revenue Per  Visit increase behind only Facebook from Q4 ’12 to Q4 ’13.”

Click through the link for the full infographic.

Top Challenges Faced by Brands Marketing on Twitter [from Marketing Charts; written by staff]

“While measuring ROI is a challenge, 65% of those surveyed agree that Twitter is an effective marketing tool.”

Yes, You Need A Pinterest Business Account [from PR in your Pajamas; written by Elena Verlee]

“So if you’re using Pinterest in any way to promote your business, including products and services, then you must use a business account. Otherwise you’re in violation of Pinterest’s terms of use. How do you know you’re using Pinterest for commercial purposes? Here are some examples:

  • You drive traffic from Pinterest to a website that earns income through ads, sponsored content, or affiliate commissions
  • You drive traffic from Pinterest to a website that promotes your products or services. Examples of services are interior design, writing, bookkeeping, and PR.
  • You Pinterest board builds your personal brand, from which you derive income. For instance, you’re a book author, speaker, or actor.”

6 TV Series That Integrate Social Media With Their Broadcast [from Social Media Today; written by Philip Cohen]

See which shows are going beyond using a hashtag during airtime, and what exactly they’re doing to connect with fans where the fans already are.

US Millennials: TV is the Most Influential Advertising Medium [from Marketing Charts; written by staff]

“. . .Millennials also tabbed TV as the advertising medium through which they are most likely to be introduced to or find out about a new brand they’ll consider for trial.

Social media, to be fair, is closing the gap.

Here are the numbers:

  • 70% said TV influences the way they perceive and value a brand;
  • 60% said the same about social (66% for women)”

Written by Sarah

March 21st, 2014 at 9:13 am

The Week in Social Analytics #93

with 2 comments

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Instagram Video: How You Can Use This Short Form Now [from Heidi Cohen]

Short form video findability matters. If your target audience can’t find your content, it’s useless. Instagram short video findability comes from 2 major sources:

  • 90% of Instagram Video shares occur on Facebook.
  • Instagram has a 150 million user installed base. While not all of these users have the video version of Instagram, it doesn’t need to convert its base to testing the platform.”

Emphasis original.

3 TED Talks that Should Shape your Social Strategy [from The Buzz Bin; written by Michelle Wright]

“While there are a few talks that address social media directly (here’s one on reputation management, one on online crowds, and one on how social media can make history), I wanted to share a few of my personal favorites that don’t actually mention it, but rather contain ideas we can incorporate to make our strategies more effective.”

STUDY: Which Social Networks Inspire the Greatest Brand Dependence? [from PR Newser; written by Patrick Coffee]

“. . .Instagram beat its parent company for loyalty in the coveted 18-25 demo.

“Finally, some up-and-coming networks scored very highly on the dependence front despite lower membership numbers. Reddit and Tumblr were right behind the big four (Facebook, Instagram, YouTube and Pinterest) in nearly every category.”

Emphasis original.

6 Tips for Financial Service Companies on Social Media [from Social Times; written by Odysseas Papadimitriou]

 ”The challenge for financial institutions is figuring out a way to operate within the current regulatory framework, while also transforming their social media operations into a weapon for efficient customer service, brand management and crisis mitigation (rather than a ticking time bomb of liability). Just because you have one hand tied behind your back doesn’t mean you can’t do some damage, right?

Here are six tips to ensure that your company’s social media strategy packs a major punch.”

Tips for Creating Pinnable Content [from Soshable; written by Savannah Marie]

“While there’s no surefire method for finding Pinterest success, using the right combination of content, images and infographics seems to key. Follow the tips below to create pinnable content that meets or exceeds your expectations for the network while reaching the largest audience possible.”

First, do the research to be sure this is where your audience is.

Using Snapchat: A Guide for Brands [from Social Media Today; written by Elizabeth Kent]

“Exactly what audience can you reach through Snapchat? Here’s what the stats have to say:

  • Snapchat has an estimated 26 million active users in the U.S.
  • About 400 million snaps (photos and videos) are sent per day.
  • The core audience on Snapchat is ages 13-25.
  • Women make up 70% of Snapchat’s user base.
  • 18% of people who own an iPhone are on Snapchat.
  • From May 2012 to April 2013, the number of snaps sent per day grew from 6 million to 150 million.

These statistics show not only that Snapchat’s core audience is the same audience that many marketers are trying to reach, but also that its audience is ever-expanding, making Snapchat a prime target for your brand’s social media marketing strategy.”

Written by Sarah

March 14th, 2014 at 9:36 am